Just because the background of Yahoo’s high-profile new CEO, former Google executive Marissa Mayer, is in engineering doesn’t mean she doesn’t have some valuable insights about customer experience and engagement. As insurers grapple with these concepts, it could be helpful to review these insights from the woman who is charged with putting them into practice at long-struggling Yahoo.

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2. Know What It Is You’re Selling

Our theory is, if you need the user to tell you what you're selling, then you don't know what you're selling, and it's probably not going to be a good experience.